misplaced from the piece are low. Miracle or illusion setting uses
smaller diamonds held together to make it look like a solitaire.”
Chanda notes that his customers, too, go for lightweight
diamond pendants, ear studs, bangles, bracelets and rings of 0.75
to 30 carats in round, cushion and heart shapes, priced between
R15,000 and R1,00,000.
The diamond jewellery market is in a good place, believes
Chanda, owing to political stability and positive macro-economic
factors. “ With the increase in demand for work wear jewellery, a
new market has emerged and evolved, which is here to stay.”
According to Pradeep Jethani, founder, Jet Gems, Mumbai,
women are opting for simple, easy-to-wear diamond jewellery for
daily wear costing under R1,00,000. Diamonds in various carat
sizes set in yellow or rhodium-polished gold or silver, with prong
or pave settings are best preferred for casual wear. Moreover, G-H
colour diamonds of VVS quality, especially in the round brilliant
cut are the likely choices. Emerald cuts, princess cut and heart-
shaped diamonds are in fashion.
“The younger generation is more concerned about quality
over quantity, so they prefer to buy smaller, simple, classy
products with better diamond clarity,” he notes.
Tanya Rastogi, director, Lala Jugal Kishore Jewellers, Lucknow,
reveals, “Since the last five years, our customers have been veering
towards lightweight diamond jewellery, especially solitaire ear
studs and engagement rings, priced from R50,000 to R3,00,000.
Diamonds set in rose gold are a popular choice for everyday
jewellery, while traditional buyers still prefer the diamond and
yellow gold combination. Smaller, round brilliant cut diamonds
less than 1 carat in white, pink and champagne are best for casual
jewellery in cluster settings.”
Aditya Pethe, director, WHP Jewellers, Mumbai, adds,
“ Work wear diamond jewellery, starting as low as R15,000 up
to R2,00,000 is the emerging segment. Low-end diamonds
in white, black and champagne colours are accepted in this
category. The main draw is that the diamonds are real and are
available at affordable rates and good designs.
“Detachable jewellery, fusion jewellery, nose pins and armlets,
cocktail rings, solitaire rings set with diamond totalling1 carat
and above, and couple bands for engagements and weddings are
the current major trends. Apart from the round fine brilliant cut,
princess, Asscher, pear and marquise are popular.”
All eyes are now on this new “work wear” diamond jewellery
category. Abhishek Maloos, head of marketing , TBZ-The
Original, which has showrooms across India, notes that
diamond jewellery in gold and platinum with prong , illusion or
pave settings are in demand.
“Consumers have now started showing interest in cuts such
as pear, cushion, oval, rectangular, princess, emerald, heart-
shaped, marquise and Asscher. Although white diamonds are
widely preferred, fancy coloured diamonds such as yellow, red,
pink and blue are making their place in the game too.”
Maloos concludes, “The diamond jewellery sector is seeing
changes in consumer preferences due to the acceptance of
Western lifestyle, higher spending capacity and emerging simple
lightweight designs. In another two years, the industry will
continue to capitalise aggressively on the growing desire for
diamond possession.”
This drive for utility-based, creative designs, quality and
affordability will be beneficial to the diamond sector in the long
run, making it a win-win situation for everyone involved. nRETAIL VIEWCocktail earrings crafted
in 14-karat gold set with
fancy-cut diamonds.
By Aisshpra Gems & JewelsFloral inspired 18-karat
rose gold pendant set
studded with diamonds.
By WHP JewellersThe 18-karat rose
gold statement ring is
graced with invisibly set
diamonds in marquise
shapes. By Tanya
Rastogi for Lala Jugal
Kishore Jewellers
SOLITAIRE INTERNATIONAL JULY 2018 53